Amazon launches AI update for Alexa+ to allow more complex commands and integration with various devices

Jeff Bezos, the founder and executive chairman of Amazon, has designated Prime Video as a key platform to demonstrate the substantial investment Amazon has made in Artificial Intelligence. According to several individuals familiar with the situation, Bezos instructed the head of Prime Video, Mike Hopkins, to completely revamp the streaming service, ensuring that AI capabilities are central to the user experience.

Project Lighthouse and Company Goals

This new project, internally named Lighthouse, aims to showcase Amazon's artificial intelligence capabilities to over 200 million Prime Video users. Experts note that Lighthouse is a crucial element in Amazon's broader corporate efforts to enhance its standing in the field of artificial intelligence, especially against the backdrop of active development by competitors such as OpenAI and Anthropic.

Previously, it was reported that other AI initiatives, such as the multi-year overhaul of the voice assistant Alexa to provide more conversational responses, showed mixed results, and this segment still incurs losses. Amazon declined to comment on this information.

Reasons for Changes and New Features

The initiative regarding Prime Video arose after an internal presentation where the streaming service executives presented to Bezos last spring, which resulted in disagreements. Bezos expressed dissatisfaction that Hopkins' plans to update Prime Video did not sufficiently emphasize the service's AI and personalization capabilities. Bezos' reaction prompted Prime Video's leadership to abandon previous plans and begin work on Project Lighthouse.

The company has allocated approximately $200 billion in capital expenditures this year, with the majority of these funds directed towards AI development. Furthermore, Amazon initially invested $23 billion in OpenAI and Anthropic and potentially could allocate up to another $40 billion. Lighthouse includes numerous new features utilizing AI to improve movie and TV show recommendations, including analyzing consumer preferences and responding to voice queries. Prime Video's management is also working on a complete redesign of the main home page.

Although the final design has not been approved, one discussed option involves using AI-driven tiles with pre-filled viewing suggestions, such as '1980s action movies' or 'Christmas romantic comedies.' Another source reported that the current version lacks tiles with extensive text. The traditional search function will remain, and space will be provided at the top of the screen for videos advertising new releases or sporting events. Amazon is already testing versions of this redesign with a small group of users, but Prime Video's plans may change depending on feedback from early testers, as well as financial or other considerations.

Impact on Ecosystem and Bezos' Involvement

According to Michael Goodman, Director of Entertainment Research at Parks Associates, Prime Video, like other streaming services, relies on paid placements from studios and software algorithms to determine content placement on the home screen. Any changes to this system, including enhanced personalization, could disrupt the existing order. Goodman emphasized that 'home screen real estate is very valuable to studios, so taking even a little of that coveted space would be a big change.'

Bezos is personally involved in the Prime Video update process, receiving periodic reports, which underscores the significance of the task for the company striving to improve the reputation of its core AI models. Improved personalization could lead to increased time spent by users on the service. His involvement in the Prime Video project is unusual, as since stepping down as CEO in 2021, he has distanced himself from most day-to-day operations at Amazon. He also owns The Washington Post and is the founder of the spaceflight company Blue Origin and the AI startup Prometheus, which is reportedly valued at around $41 billion, dedicating more attention to them.

Integration with Alexa

Prime Video is one of Amazon's most recognizable brands and is available to consumers in many regions where Amazon's presence in e-commerce is limited or non-existent. In addition to free shipping, Prime Video is the most used Prime subscription service. As part of Project Lighthouse, Amazon is also discussing the integration of the Alexa voice assistant into Prime Video's search function. In early 2025, Amazon released an updated generative AI-based version of Alexa and integrated it into its main shopping site in May 2026. In the US, Prime Video ranks fourth among the most-watched streaming services, but it is highly valued by Bezos, who frequently attends major Hollywood events and owns a $165 million home in Beverly Hills. Amazon became the first streaming service to receive an Academy Award in a major category. The company strengthened its commitment to the entertainment industry in 2022 by acquiring MGM for $8.5 billion, giving it access to numerous famous franchises, including James Bond.

Amazon implemented another wave of job cuts in its General Artificial Intelligence (GAI) unit this Wednesday, the 22nd. This action follows a series of staff reductions the company has been promoting since the major reorganization announced in January.

Strategic focus on AI

GAI refers to a theoretical model of artificial intelligence that would have the capacity to surpass human intelligence, learning, evolving, and operating in a completely autonomous manner. Large corporations in the AI sector are investing in the development of these technologies with the aim of solving high-complexity problems.

Amazon's positioning

An Amazon spokesperson responded to questions from Reuters, confirming that the development of large AI models remains a central priority for the company. However, the decision was made to direct resources toward projects considered more strategic.

The spokesperson stated: 'We have been building large AI models for several years, and this continues to be one of the most important things we are working on.' He added that the focus is being refined on initiatives that bring greater value to customers, which implies 'difficult decisions, including the elimination of some positions in parts of our GAI organization.'

Changes in GAI leadership

Amazon's GAI area has also undergone management changes in recent months. Rohit Prasad, one of the key executives responsible for GAI initiatives, left the company at the end of last year. More recently, David Luan, who led Amazon's GAI Lab, left the company in February.

In December, activities related to GAI were unified under the direction of Senior Vice President Peter DeSantis, integrating into a broader group that also includes quantum computing and chip development (silicon) areas.

Impact of layoffs

Reports from employees on online forums this Wednesday indicated that employees belonging to teams supervised by Adeeb Shanaa, Vice President of Data Services for General Artificial Intelligence, and Vishal Sharma, Vice President of GAI Information, were affected by the layoffs. Despite this, the exact total number of these cuts has not yet been disclosed.

It should be noted that in January, Amazon had already conducted a significant restructuring, resulting in the elimination of 16,000 positions across various areas of the company.

Alexa+, the latest iteration of Amazon's virtual assistant, incorporates generative artificial intelligence to provide more natural and contextual dialogues. This tool has evolved from a system based on strict voice commands to a truly conversational AI agent, capable of planning and executing complex tasks in a personalized manner.

Early Access in Brazil

In Brazilian territory, customers who have an Amazon Prime subscription already have the option to request early access to the new AI virtual assistant through the platform's official portal. After registering, Amazon will send an email notification as soon as the update is available for eligible devices.

Step-by-Step Activation

For those who wish to sign up for early access and activate Alexa Plus at no cost as part of the Amazon Prime benefit, here is a detailed procedure. First, you must access the dedicated Alexa Plus page on Amazon. Using a browser on a mobile phone or computer, the address amazon.com.br/alexaplus must be accessed, and it is recommended to log into your Amazon account so that the system recognizes the user profile and can integrate the new Alexa later. If access is made via a mobile device, the browser may direct the user to the official Amazon app.

Next, the user needs to request early access. You must scroll down the page to locate the section titled 'Try Alexa+ for free' and click the 'Request Alexa+' button to express interest in participating in this initial AI access. The system will process this request immediately, and the button will display the message 'We will notify you when it is ready.'

Finally, it is crucial to check the Alexa+ confirmation email. This is how Amazon will communicate when the update is available to be applied to the user's Echo devices.

Potential Activation Impediments

Various factors can prevent the activation of Alexa+. Among the most frequent are issues related to account and subscription linkage, such as being logged into the wrong account or having subscription conflicts, which blocks access to the new features of the virtual assistant. Another critical point is hardware incompatibility; activation will fail if the old Echo device is not on the official list of devices compatible with Alexa+, as it requires more sophisticated processing.

Furthermore, outdated applications and operating systems are also barriers. An outdated Alexa app on the phone may hide configuration menus, while an obsolete operating system on the Echo prevents receiving new commands. Finally, due to the complex nature of the launch, the technology is being distributed gradually through early access, which temporarily restricts access to certain accounts and regions.

Features of the New Alexa

Alexa Plus fundamentally represents a more conversational version based on generative artificial intelligence. This transformation converts the virtual assistant into an AI agent capable of performing various activities on behalf of the user. It offers fluid and contextual conversations, maintaining the thread of conversation across multiple interactions, similar to ChatGPT, thanks to the large language model (LLM) infrastructure.

The assistant also has personalized recognition and profiles, identifying the voice of each household member to adapt responses, suggestions, and interaction history individually. Regarding smart home commands, it allows flexible instructions, such as 'make the living room cozy,' which regulates lights, temperature, and connected equipment simultaneously, dispensing with rigid phrases.

It is possible to create dynamic routines by voice, automating complex processes, such as adjusting lighting and starting music at set times, simply by talking to the assistant, without needing to open the app. In terms of productivity, Alexa with AI intelligently manages the schedule, converting spoken instructions or messages received from connected apps into official appointments in the calendar.

Integration with real services allows the new Alexa to perform daily actions, such as requesting transportation or ordering food, with just a voice command. Moreover, the user can share text files with the assistant to get summaries, extract important data, or save notes for future reference. For entertainment, curation is personalized; upon receiving subjective descriptions about the user's taste or mood, Alexa Plus suggests and plays suitable movies, music, and books on the Echo screens and speakers.

On screen-equipped devices, such as the Echo Show, and security cameras, Alexa with AI performs intelligent visual analysis, processing images to identify elements in the environment and summarize domestic events.

Usage Alternatives and Reversion

Users who are not Amazon Prime subscribers can purchase Alexa+ independently for a monthly fee of R$ 99.90. This additional plan also includes 2 TB of storage space for photos and videos in Amazon Photos.

Regarding the possibility of reverting the update to the original Alexa version, yes, this is feasible. Returning to the previous model can be done by disabling the generative AI layer directly through a voice command, using phrases like 'Alexa, exit Alexa Plus.' If the voice command does not work, the reversion can be performed by managing the subscription both in the Alexa app and on the Amazon website. In situations where an error occurs in the device itself, restoring the device to factory settings will solve the problem by blocking cloud processing by Alexa AI.